Strategy of Indonesian advertising industry in designing advertisements in the digital media era

Dian Marhaeni Kurdaningsih; Mahendra Wijaya; Andre N. Rahmanto; Drajat Tri Kartono

doi:10.53730/ijhs.v9n1.15530

Authors

Dian Marhaeni Kurdaningsih
dianmarhaeni@student.uns.ac.id
Sebelas Maret University, Surakarta, Indonesia
Mahendra Wijaya Sebelas Maret University, Surakarta, Indonesia
Andre N. Rahmanto Sebelas Maret University, Surakarta, Indonesia
Drajat Tri Kartono Sebelas Maret University, Surakarta, Indonesia

Keywords:

advertising, digital, industry, media, strategy

Abstract

Technological advances and changes in media as well as changes in viewing behavior in the digital era have implications for changes in the management of the advertising industry, especially in designing advertisements. In the conventional era, advertising only serves limited media, television, radio, print media, and outdoors. Ad messaging is designed simply because it involves only one platform. The nature of the relationship between media and consumers goes one way. In the era of digital media, advertising service platforms are very diverse. This study aims to understand how advertising industry players as advertising design designers create new advertising strategies in the digital era. The qualitative research method involved 5 informants from advertising industry players in Indonesia, namely advertising industry leaders at the central and regional levels, the general chairman of the Central Indonesian Advertising Company and the Chairman of the Central Java branch of the Advertising Industry as well as practitioners in the creative field of the advertising industry. The study results show that the advertising industry's strategy in answering the challenge of media technology dynamism involves creating new designs on all elements, including human resources, skills to master technology, device preparation, and digital skills.

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